‘Ditch the Dull, Embrace the Fun’: Unleashing Trust in Health Clinics Through Livestream Emotional Enhancers

Duc Hoang, Hoang Minh Dao () and Luis F. Martinez ()
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Hoang Minh Dao: National Economics University
Luis F. Martinez: Universidade Nova de Lisboa

A chapter in Advances in Digital Marketing and eCommerce, 2024, pp 179-185 from Springer

Abstract: Abstract Clinical livestreaming presents a novel approach in healthcare communication, utilizing real-time video broadcasting to engage patients and deliver medical information. In this study, we propose three factors – content relevance, broadcaster characteristics, and viewer participation opportunities – as key drivers of trust in the clinical livestreaming context. Furthermore, emotional enhancers were identified as moderators in these relationships, amplifying the impact of trust-building factors. This study underscores the importance of further research and exploration of clinical livestreaming initiatives to maximize its potential in the context of healthcare communication.

Keywords: Clinical live stream; customer engagement; trust; emotional enhancers (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-62135-2_19

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DOI: 10.1007/978-3-031-62135-2_19

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